Nonprofit Bridge

Social media expert Beth Kanter updated her list of listening, monitoring, engaging and management tools.  It’s not easy to measure the results of social networking, but it’s important to pick at least some of these programs, most which are free, to evaluate your efforts.   Here’s some questions to help evaluate your social media initiatives.   (Thanks also to Harish Rao for highlighting this topic for GrassrootsCamp at a live event this week in NYC.)

Network for Good‘s Katya Andresen explains why you can’t just focus on older donors, even though they have traditionally been the most reliable givers.   Older constituents are also getting more active in social media , per reviews in The Agitator.net and the Chronicle of Philanthropy of a recent Pew Internet report.

It’s challenging to change the name of a major event, but the March of Dimes used a variety of strategies to rebrand its major fundraising event (not all which worked well).

Courtesy of Big Duck’s blog, use these tips to revitalize your email subject lines.  (Sorry, email is still a valuable way to reach constituents, despite the rising role of social media.)

Finally, TechSoup asks what does your organization look like from the outside, reminding us of the importance of clear, consistent messaging across our online (and offline) communications.

Have a safe and restful Labor Day weekend.

Attended two events this week on social media, one live and one over the web.  Bonnie McEwan of Make Waves presented ‘U R What U Tweet: Social Media for Career Enhancement‘ at the NYC Foundation Center.  Blackbaud‘s Frank Barry presented ‘Donor Engagement through Social Media.’

At Bonnie’s presentation, I replied to an audience question about how does someone show that they are  ’social media savvy’?  For an individual who wants to establish their professional brand, start with LinkedIn and then a blog – if you can maintain it regularly.  For an organization, Frank suggested selecting a few social networks to start with, preferably those where your constituents are already speaking about your organization and/or cause.  Don’t try to be ‘everywhere’ or by simply using the same messaging.

Should one try to maintain separate professional and personal profiles on sites such as Twitter?  Bonnie said no, that it’s better to ‘be who you are.’   I agree – but make sure that at least 75-80% of your posts are related to your brand.  Bonnie added that every nonprofit should have a social media policy – see this example.

How do you find out what others are saying about your organization.  Frank summarized these tools, only one which is paid:

• socialmention
• twitter search (my tip – use the advanced option)
• google alerts
• technorati (to search blogs)
• igoogle dashboard (can be used to summarize feeds from above sites)
• radian6 (paid, but provides more sophisticated options)

If you are on social media, you need to engage your audience in conversation, not just send out information.  Frank suggested several ways to enhance your Facebook presence:

1. use custom tabs
2. create calls to action (e.g. sign up for our enewsletter)
3. provide direct links to other social networking sites
4. customize your logo
5. take advantage of Facebook’s built in photo sharing tool (or use Flickr)
6. post updates on your events
7. use third party fundraising tools
8. allow others to post on your wall
9. use video to connect with supporters
10. include content from your blog

Here’s another perspective on designing social media engagement from Debra Askanase.

Don’t forget to learn from those nonprofits that are actively using social media to build their supporter base;  Patrick Kwan and Carie Lewis at the Humane Society;  Wendy Harman of the American Red Cross, and the National Wildlife Federation‘s Danielle Brigida.  (As Frank pointed out, it’s best to put someone in your organization in charge of your social media efforts.)

Is social media worthwhile?  In my view, it’s important to measure your success not only by the financial contributions your organization receives, but by the level of commitment supporters demonstrate to your mission.  By maintaining an ongoing conversation with constituents in social media, you will ultimately benefit by both measures.

This week I received an especially interesting enewsletter from Nten, the nonprofit technology organization that I’ve been involved with for many years.  There was a lot of great content, such as:

1. project management on web redesigns
2. optimizing web sites for social media
3. asking the right questions to appeal to the right audience
4. getting help with web analytics with the Analysis Exchange
5. tips on creating website content
6. taking advantage of the mobile web
7. a roundup of other useful links, also featured in Nten’s blog

Many nonprofits have started to phase out paper newsletters in favor of enewsletters, but I wonder whether even this medium is still an effective way to reach constituents.  The average open rate for email newsletters is usually around 20% (see e2010 Nonprofit Benchmarks Study), and even those who do open them probably only scan them quickly.  When I realized the value of Nten’s content, my first inclination was to share the articles individually through my Twitter stream.  While many sites now have an easy way to do this, I often use Add This, which I’ve installed on my computer for easy sharing to multiple social networking sites.

No, I’m not advocating that you ditch the enewsletter.  But I am suggesting that wherever possible, you make information available to your constituents in small bites, and make sure there is an easy way to share content through social media and by emailing to friends.  And if you want to make sure your great content is noticed, make it available in multiple channels, but make sure to tweak to take advantage of strengths of each medium.

This week I had the pleasure to be featured on Nten’s Facebook page (Thanks, Holly) of responding to some questions on implementing ephilanthropy strategies.  One commenter mentioned the difficulty of working in an environment with extremely limited financial and staff resources.  Most of us who have worked in nonprofit can relate, but this doesn’t mean that nothing can be done.  Using the Web, especially social media, is available to all, and often the smallest organizations have the most dramatic success.  Here’s a few simple tips that any nonprofit can take advantage of:

1. Hire people that are enthusiastic about your mission, and who can spread the word to their networks.  As Beth Kanter points out in her recently released The Networked Nonprofit, this also means recruiting those outside of your organization who are also willing to help.
2. Keep building your email list.  While it’s nice to have followers on Twitter and friends on Facebook, it’s still important to be able to directly communicate with supporters by email, and not only when you want to ask for donations.
3. Learn from what other nonprofits have done, such as the wildly successful Charity:Water, and don’t be afraid to ask others for help (try Progressive Exchange);  nonprofit professionals are usually very generous with their knowledge.
4. Read publications such as Convio’s Nonprofit Online Fundraising Guide and Blackbaud’s Index of Online Giving, as well as this recent publication focusing on grassroots environmental organizations, but which has ideas which can be helpful to all nonprofits.
5. If you’re not already a member, join organizations such as Nten, where you will be able to share ideas with colleagues, attend online trainings and keep yourself motivated.

As much as I’m on the web, I’m also a big reader, especially of books in ephilanthropy.  Here’s some selections from my summer reading list:

1. The Networked Nonprofit – Beth Kanter & Allison Fine – as discussed last week, Beth & Allison offer advice on how to use social media to make your nonprofit more ‘open’ and is authored by two of the most respected experts.  More about live book release events here.
2. Fundraising When Money Is Tight – Mal Warwick – Having long advised fundraisers, Mal focuses on how to survive in tough times.
3. Raising Thousands (if Not Tens of Thousands) of Dollars with Email – Madeline Stanionis – Email marketing is still the nucleus of many organizations’ fundraising campaigns;  Madeline advises on how to use it most effectively
4. The Nonprofit Marketing Guide – Kivi Leroux Miller – Kivi has always been generous with her knowledge on the web;  the book offers advice on “high impact, low cost ways to build support” for your cause
5. Internet Management for Nonprofits – Ted Hart, James Greenfield, Steve MacLaughlin, Philip Geier – Recommended by Nten‘s Holly Ross, this book offers individual chapters by a wide range of ephilanthropy experts
6. The Ask – Laura Fredericks – While not heavy in online techniques, Laura offers many specifics on ‘how to ask anyone for any amount for any purpose.’
7. Developing Your Case for Support – Timothy Seiler – I haven’t started reading yet, but my sense is that many nonprofits can benefit from a systematic approach of demonstrating to potential contributors why they should help
8. Open Leadership – Charlene Li – Follow up to her popular Groundswell, Charlene describes how social media can help your organization

A few more that are not nonprofit specific, but are still very relevant:

9. Rework – Jason Fried & David Hansson – Authors are founders of 37signals, developers of project management software Basecamp.
10. Switch – Chip Heath & Dan Heath – I am always fascinated by books about the change process;  Chip & Dan’s suggestion of focusing on what works, not on what doesn’t, is particularly enlightening.

You may be able to get some of these from your local library.  (If you’re in New York, please help the New York Public Library, which is facing drastic funding cuts.)  Above (affiliate) links are through Amazon, which usually has the best prices.  So if you’re heading for the beach, take one of these books along.

When my wife and I moved to a smaller home last year, I was faced with the daunting task of reviewing a batch of papers that I had accumulated over the years, many which were articles clipped from magazines or printouts of web postings that relate to online fundraising and marketing.  To my surprise, some of these articles are still very much relevant.  A sampling is below:

Multi-Channel Fundraising: Tips of the Trade (2007) – David Lawson, then with Kintera (now part of Blackbaud) and now with DonorTrends, offered seven tips in how nonprofits can establish a multi-channel fundraising initiative:

1. ask constituents their preferences on how they prefer to be contacted and what they want to be contacted about
2. use web analytics to learn what constituents are most interested in and which channels are most utilized
3. add communication preferences as another way to segment the database
4. set up a social networking page (Most of us have done this by now but still struggling to prove its value)
5. create cross-functional campaign integration teams so that multiple departments within an organization are accustomed to working together
6. enable incoming multiple-channel communications – give constituents multiple ways to respond – e.g. phone, email, web site etc.
7. maintain consistent messaging so that ‘overall message the image the organization would like to convey remains consistent across channels.’

Tips to Energize Your Donor Newsletter (2009) – This article from FundRaising Success Magazine details what many nonprofit enewsletters do wrong:

1. focusing too much on organization and not enough on what donors care about, e.g. how did my contributions make a difference?
2. not using the word ‘you’ to further focus on the constituent
3. lacking emotional triggers
4. not making donors feel that they are essential to how you achieve your mission
5. including long articles instead of short paragraphs, bulleted lists
6. using statistics instead of anecdotes
7. lacking a strong headline that will encourage a constituent to read the content

Also provided were 15 ideas on what content to include in a enewsletter (many nonprofits still wait until the last minute and struggle with what to write about).

Accentuate the Positive: How to Bridge the Divide between Fundraising and Marketing Efforts (2007) (only accessible online if you are an AFP member) – As I’ve often suggested, Network for Good‘s CEO Bill Strathmann describes the roles of marketing and fundraising are “complementary,” explaining how in many nonprofits, marketing is fundraising since it exists primarily to encourage support of the organization.  Jo Sullivan, now with CDR Fundraising Group,  previously managed both functions at ASPCA and described how she successfully build a strong organization brand.

(On the same topic, see Nancy Schwartz’s 2008 post on how to Make Your Communications Planning a Team Effort.)

In an effort to be more ‘green’ – and to avoid the problem of clipping articles that I won’t easily find again – I eventually switched to saving articles on my computer and then to referencing in my blog and social networking sites such as Twitter.  This is much more satisfying since not only do I reinforce my personal brand in ephilanthropy, but am also able to share interesting information with my nonprofit colleagues.

Implementing the recommendations above is difficult because it may require us to restructure our organizations and change how we think about developing and implementing online campaigns.  Have you been able to do this at your nonprofit?

Attended this week’s NYC chapter meeting of the Internet Strategy Forum, where we discussed the latest changes on Facebook.  View the presentation;  plan to attend our future meetings (remote access is available even if you’re not in NY).

Kivi Leroux Miller, in addition to having released her new book Nonprofit Marketing Guide, also wrote an excellent post on Beth Kanter’s blog about the importance of knitting together your website, email and social media content.  Since each constituent may choose to connect with your organization in different channels, why not offer a consistent message throughout?  Also consider taking Idealware‘s webinar next week on Choosing the Right Communications Mix.

Beth also offered a simple process to use actionable listening to learn from other nonprofits when planning your social media outreach strategy.

Gail Fredricks spoke to ABC News about How to Ask for Money – great summary for those of us who are still learning about fundraising.

Many of us are now managing or working with colleagues across the country or even in other countries.  Nten has just kicked off a webinar series, Virtual Team Leader: Training for Managers of Remote Teams (a recording is available of yesterday’s first of four sessions).  Tip: Don’t rely only on email as your main communications device.

For some email marketing tips, read about the importance of personalized messages and 3 things that will actually improve your email campaigns.

Jocelyn Harmon and Geoff Livingston had an interesting discussion this week on the perennial question, Is It Possible to Raise Money with Social Media?  As I’ve suggested, Geoff pointed out that while social media can be used for fundraising, its main value is in building a social community that is engaged with your cause.   While Facebook Causes has worked for some nonprofits, it doesn’t allow organizations to retain contributors’ contact information for further cultivation efforts.   A private, house network may also be a viable option;   Geoff offered the example of TuDiabetes.

At this week’s NYC 501 Tech Club meeting, I also gave a short presentation on the recently released Nonprofit Social Network Benchmark Report, which also analyzes the results of a survey of almost 1,200 nonprofit professionals conducted earlier this year.  Search Twitter for #501techNYC for more details on meeting.  Nten is also offering a webinar series which explores the State of Social Networking in the Nonprofit Sector 2010.

Another interesting topic is the intersection of Marketing and Fundraising, explored in the Fundraising Well (and also by Steve MacLaughlin in When Marketing and Fundraising Collide).   Nancy Schwartz offers four ways that these departments can work better together:

1. Start at the top.  Your management team must support this partnership and establish a structure which facilitates collaboration.
2. Articulate shared priorities to serve as the core of a common agenda.
3. Focus on what’s working well in both areas – and do more of it
4. Share success stories where collaboration has resulted in positive results with constituents.

Finally, has your organization considered mission inspired gifts / gift catalogs?  Also see 7 Tips for Successful Online Fundraising.

Please follow NonprofitBridge on Twitter for more.

This week’s meeting focused on reviewing nonprofit web sites which were recently redesigned.  Since many of us consult mostly with co-workers when developing a new site, I always find it very informative to hear from colleagues at other organizations .  (We also do a lot of this at the Not-For-Profit Webmaster Round Table, which will meet next on March 19.) Please visit sites which we reviewed (some still being redesigned) and give feedback to the organizations on what you like or don’t like:

• MS Foundation for Women
• New York Public Library
• Children’s Health Fund
• ACLU
• YAI

Other topics we discussed:

1. Should navigation links be removed from a donation form to not ‘distract’ the donor from completing the process?  Many attendees said yes.
2. Nonprofits that sent multiple appeals near year-end 2009 reported excellent results, demonstrating the benefit of taking advantage of the tax deduction by 12/31
3. Only a few are implementing Convio’s Common Ground, which provides an integrated donor database – may discuss further at a later meeting
4. Drupal is in use by more of us, but link with Convio is not yet available.  (open source CiviCRM does connect well with Drupal)
5. We agreed that implementing a welcome series for new supporters was worthwhile, but few are using yet – too much time to setup?
6. Video – YAI has done well with its YouTube channel;  TubeMogul was also mentioned as way to upload to multiple video sites.
7. Some reports of recent delays in sending emails through Facebook Causes, resulting in a holiday message that reached constituents late
8. Per ACLU, activists that have taken at least two actions are very likely to become donors (may incorporate into welcome series)
9. Some sites are moving away from Flash to Javascript for home page – better viewed on mobile phones
10. Challenges in working with Facebook, which ‘changes every day’

Thanks to the YAI Network for hosting meeting, YAI’s Dario Mallerman for moderating discussion and Convio’s Stephanie McKnight for coordinating.  More details are also in Convio’s Community site (login required).   Despite the beginning of a two day rain/snow storm in NYC, about 50 Convio users attended!

I am pleased to announce that as of Feb. 22, I will be joining Common Knowledge as Senior Consultant.  I’ve known President / Founder Jeff Patrick for several years, and have had the opportunity to attend many of his web trainings on a variety of ephilanthropy topics.  It is particularly exciting for me to join forces with a firm that matches so closely with my personal passion to help nonprofits develop and implement online strategies, as I’ve done for several organizations for almost ten years.  Common Knowledge’s services have resulted in many effective website redesigns and have been on the cutting edge of showing how nonprofits can utilize social media to achieve their goals.

While Common Knowledge is based in San Francisco, I will be working from the NYC area and working with clients mostly on the East Coast.   Please see a sampling of the firm’s current clients as well as its blog which I hope to contribute to.

Thanks to everyone who has supported me during my quest for a new position and has encouraged me to continue to focus on ephilanthropy.  I am looking forward to a long and mutually beneficial relationship with Jeff and his very talented staff, many who I will be meeting soon.